Faktor yang Memengaruhi Purchase Intention pada Sabun Lifebuoy di DKI Jakarta - Shinta Monica; Galuh Mira Saktiana (Jurnal Manajerial Dan Kewirausahaan, 2026)
Seiring dengan perkembangan zaman, semakin banyak juga merek-merek yang menghasilkan produk yang sama. Maka dari itu, semakin banyak nya merek, dapat menyebabkan konsumen beralih ke merek yang lain. Perusahaan harus bisa memenuhi kebutuhan dan keinginan konsumen. Karena, kebutuhan manusia setiap tahun selalu bertambah, baik kebutuhan primer maupun kebutuhan sekunder. Oleh karena itu, penting untuk memperhatikan dan meningkatkan niat beli. Penelitian ini bertujuan untuk menguji product quality dan brand image terhadap purchase intention pada sabun Lifebuoy di DKI Jakarta melalui brand trust. Sampel yang digunakan dalam penelitian ini adalah 200 sampel yang tinggal di DKI Jakarta dan mengetahui sabun Lifebuoy. Penelitian ini merupakan penelitian kuantitatif dan jenis penelitian deskriptif. Data diperoleh melalui kuesioner yang disebarkan melalui media sosial dengan teknik non-probability sampling dan convenience sampling. Pengolahan data pada penelitian ini menggunakan SmartPLS versi 4. Hasil penelitian menunjukkan bahwa a) Product quality berpengaruh terhadap purchase intention b) Brand image berpengaruh terhadap purchase intention c) Product quality berpengaruh terhadap brand trust d) Brand image berpengaruh terhadap brand trust e) Brand trust tidak berpengaruh terhadap purchase intention f) Product quality tidak berpengaruh terhadap purchase intention melalui brand trust g) Brand image tidak berpengaruh terhadap purchase intention melalui brand trust. Along with the development of the times, more and more brands are producing the same products. Therefore, the more brands there are, the more consumers can switch to other brands. Companies must be able to meet the needs and desires of consumers. Because, human needs always increase every year, both primary and secondary needs. Therefore, it is important to pay attention to and increase purchasing intentions. This study aims to test Product Quality and Brand Image on Purchase Intention on Lifebuoy soap in DKI Jakarta through Brand Trust. The sample used in this study was 200 samples who live in DKI Jakarta and know Lifebuoy soap. This study is a quantitative study and a descriptive type of research. Data were obtained through questionnaires distributed through social media with non-probability sampling and convenience sampling techniques. Data processing in this study used SmartPLS version 4. The results of the study indicate that a) Product quality has an effect on purchase intention b) Brand image has an effect on purchase intention c) Product quality has an effect on brand trust d) Brand image has an effect on brand trust e) Brand trust has no effect on purchase intention f) Product quality has no effect on purchase intention through brand trust g) Brand image has no effect on purchase intention through brand trust.